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BizReport : Blogs & Content archives : October 10, 2016

Expert: Why brands have content problems

While content may be king, not all brands are capitalizing on content as they should be. In fact, some say the content bubble is about to burst, leaving brands even farther out of touch with consumers.

by Kristina Knight

Kristina: Some experts have come out saying the 'content bubble' is going to burst. What is the content bubble?

Jake Athey, Marketing Director, Widen: I equate the content bubble with this era of "big content." Like "big data," the volume, velocity, and variety of content has been increasing at a blistering pace and unwieldy to manage.

We have big content and big content problems. It's created by more contributors and consumed by more people and applications than ever before. It needs to be managed and governed - or else duplication of efforts, legacy risk, brand inconsistency, cost overruns, missed deadlines and delays.

Kristina: What is the problem brands are finding with content?

Jake: Simple problems: Can't find, can't share, can't use efficiently and effectively.
Complex problems: Leads to lack of structure, visibility, connectivity, measurement, and understanding. This leads to brand deficiency and loss of control. Remember that old John Wanamaker quote? "Half the money I spend on advertising is wasted; the trouble is, I don't know which half." You could replace advertising with content to be true for many brands today.

Kristina: Do you believe the bubble is about to burst? Why/why not?

Jake: In many respects, it already has. For most organizations who create content as part of their marketing and business growth, their audiences are already too overwhelmed with the content abundance that it's not reaching or connecting with the intended audience. Similarly, for many businesses, traditional means of managing content (servers, file sharing tools, antiquated content management systems) have failed them.

More from Jake and Widen later this week, including his top 3 tips to a better content strategy.

Tags: branded content, content, content strategy, Widen

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